Advertising is described as salesmanship in print, a substitute for a human salesman, and a paid form of non-personal presentation of ideas, goods and services by an identified sponsor. It can take many forms from print ads to commercials to banners online. Advertising aims to first attract attention, then build interest and desire for a product through messages targeted to specific markets. It uses various media and measures effectiveness to achieve the mission within the allocated budget. Key elements discussed include the 4Ps of marketing, AIDA model of how ads impact consumers, and the 6Ms of defining the mission, market, money, message, media and measurement of any advertising campaign.

1. ADVERTISING
MANAGEMENT

2. INTRODUCTION

3. What can you say about
ADVERTISING?

4. Advertising is the greatest art form of
the twentieth century.” - Marshall
McLuhan

5. “Advertising is the ability to sense,
interpret . . . to put the very heart
throbsof a business into type, paper and
ink.” - Leo Burnett

6. Advertising is the life of trade.”
- Calvin Coolidge

7. “Advertising - a judicious
mixture of flattery and
threats.” - Northrop Frye

8. “Advertising is legalized lying.”
- H.G. Wells

10. So what is ADVERTISING
really about?

11. ADVERTISING is....
 “Salesmanship in print”
 “Advertising as a substitute for the human salesman”
 “Advertising is the business of creative thinking for commercial advantage”
 “any paid form of non personal presentation of ideas, goods and services by
an identified sponsor.”

12. Examples of ADVERTISING

13.  Matrimonial advertisements, recruitment advertisements,
tenders, classified advertisements, notice, public
announcements
 A man who wears shirt-trouser instead of dhoti is advertising
that he is westernized
 a woman who wears a lipstick wants to advertise that she
wants to look beautiful
 a boy who rides a beautiful bike wants to advertise that he
wants to be noticed.

14. Darkside in ADVERTISING
Examples of

15.  The use of women to sell virtually everything and to
have sexual overtures
in an advertisement has been a contentious issue.
 showing one community in a bad light, like if you don’t put
fairness cream then you would not get married have come
under the microscope of the ethics committee.

16. ADVERTISING could be a....

17. FORM
Non-
personal
Services Goods Ideas

18. FORM
 It may be sign, a symbol, an illustration
 an ad message in a magazine or newspaper
 a commercial on the radio or on television
 a pamphlet handed out at a street corner
 a circular dispatched through the mail
 a circular dispatched through the mail
 a sketch or message on a billboard or a poster or a banner on the Net.
Non-personal
 it is not on a person-to-person basis.

19. Services
 banking service or filing your tax returns.
Goods
 television
Ideas
 political parties letting the people know about their party and why they
should vote for their party.
 beware of AIDS
 Adult education

20. Medium used in ADVERTISING

21. PRINT
•Examples: newspapers, magazines,
posters, banners and hoardings.
ELECTRONIC
•radio, television, video, cable,
phone, internet.

22. 4 P’s of Marketing in ADVERTISING

23. Product Price Place Promotion

24. Product
 the distinctive image you want to associate the brand with.
 is it youthful, young, matured, secured.
Price
 quality plays a major role.
Place
 the interaction between the buyer and the seller.
 distribution channels.
Promotion
 method and the medias used to reach out to the people.

25. AIDA MODEL

26. A
I
D
A
Attraction and Attention
Action
Interest
Desire
Cognitive stage
Affective stage
Affective stage
Behavioral activity

27. Attraction and Attention
 layout of a print advertisement or the way an advertisement is made in the
form of moving pictures, the colors used, the models used and the copy
written, the movements used and the contrasting element used.
Interest
 provokes us to think or feel about a product
Desire
 would mean the buying motive. When you feel that you want to posses the
particular product or be associated with it.
Action
 the acquisition of the product.

28. 6 M’s of Advertising

29. MISSION MONEYMARKET
MESSAGE MEDIA MEASUREMENT

30. MISSION
 Aim of your advertisement.
EXAMPLE:
 Is to improve sales, is to launch a new product, it for recall, is it for some short
term offers, is it to gain attention.
MARKET
 Defining the Target Audience.
 incorporate the type of buyer you want to sell the product to.
EXAMPLE:
 For a cosmetic company it is but natural they would show women and not
men in their advertisement.
 For Horlicks they would show children having the product.

31. MONEY
 the amount of budget.
EXAMPLE:
 Procter & Gamble may
allocate 1M PHP for the advertisement of Tide detergent spread over one year.
MESSAGE
 What to say, how to say, who will say it and what type of appeals to be given
in the message.
EXAMPLE:
 the colors used in the car, the movements of the car and what the person
should remember the car as are few of the elements to be kept in mind.

32. MEDIA
 used for putting the advertisement.
EXAMPLE:
 Social media, Televisions, Radio, Magazine etc.
MEASUREMENT
 the way in which see as to whether your advertisement has been effective or
not.

33. SOURCE: RAI TECHNOLOGY UNIVERSITY ADVERTISING MANAGEMENT
Presentations done by: Mark Anthony G. De Monteverde
FB: Demonteverde_mark@yahoo.com
IG: @magdm9728
email:Markdemonteverde60@gmailcom